word-of-mouth marketinghttp://blogs.forrester.com/taxonomy/term/123/all
enInterview on Marketing Voiceshttp://blogs.forrester.com/interactive_marketing/2010/01/interview-on-marketing-voices.html
<p>I was pleased to have the chance recently to speak with Jennifer Jones of the Marketing Voices podcast. We talked about <a href="http://www.forrester.com/rb/Research/brands_should_reach_gen_xers_through_word/q/id/53627/t/2"><span><span>reaching Gen X through social media marketing</span></span></a> and word of mouth, as well as <a href="http://www.forrester.com/rb/Research/three_steps_to_measuring_social_media_marketing/q/id/53708/t/2"><span><span>how marketers can measure the impact of their social media efforts</span></span></a> (one of my favorite topics). To listen to the interview -- and see a very large photo of me -- head over to <a href="http://www.jenniferjones.com/MarketingVoices/6000/nate-ellott-of-forrester-research-tells-brands-what-social-media-tools-work-best-for-generation-x"><span><span>Jennifer's site</span></span></a>.</p>
<p>Thanks Jennifer!</p>
<a href="http://blogs.forrester.com/interactive_marketing/2010/01/interview-on-marketing-voices.html" title="Read the rest of &#039;Interview on Marketing Voices&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_113 first"><a href="/category/marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Marketing</a></li>
<li class="taxonomy_term_286"><a href="/category/marketing_measurement" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Marketing Measurement</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/interactive_marketing/2010/01/interview-on-marketing-voices.html#commentsB2C MarketingMarketingMarketing MeasurementSocial mediaword-of-mouth marketingTue, 19 Jan 2010 05:00:00 +0000Nate Elliott3605 at http://blogs.forrester.com Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audienceshttp://blogs.forrester.com/interactive_marketing/2009/11/case-study-the-nhl-uses-tweetups-to-energize-its-fan-base-and-reach-new-audiences.html
<p><span><span></span></span>[Posted by <a href="http://www.forrester.com/rb/search/results.jsp?autoN=1&amp;oNtt=nate+elliott&amp;oNtx=mode+MatchAllPartial&amp;oNtk=MainSearch&amp;N=0+133001+12307">Nate Elliott</a>. Follow me on <a href="http://twitter.com/nate_elliott">twitter</a>.]</p>
<p>Yesterday we published a case study that I&#39;m really excited about, covering <a href="http://www.forrester.com/Research/Document/0,7211,55321,00.html">how the NHL used tweet-ups to create excitement for the 2009 Stanley Cup playoffs</a>. The league worked with fans to organize a series of events that took place simultaneously around the world on the opening night of the playoffs. I had a chance to attend the <a href="http://www.miss604.com/2009/04/nhl-tweetup-vancouver-first-canucks-playoff-game-of-2009.html">tweet-up in Vancouver</a>, and thought they were a great example of the power of both online and offline influence.</p>
<p>In the weeks leading up to the playoffs, fans started talking online about organizing a series of playoff tweet-ups -- and the league&#39;s <a href="http://twitter.com/umassdilo">Director of Social Media Mike DiLorenzo</a> jumped at the chance to make it happen. Mike planned a big tweet-up in New York on the opening night of the playoffs, complete with food and beer sponsors and hockey merchandise giveaways -- and started promoting the event on Twitter.</p>
<p>To make sure there were lots of tweet-ups happening around the league, Mike reached out to a handful of influential hockey fans in key NHL markets to recruit their participation. Lots of fans also stepped up and volunteered to host events in their cities too. Before long, there were tweet-ups organized in almost two dozen cities around the world. The league supported every one of those tweet-ups by sending gift bags, coupons for discounts at shop.NHL.com, and signed hockey merchandise for event organizers to raffle.</p><a href="http://blogs.forrester.com/interactive_marketing/2009/11/case-study-the-nhl-uses-tweetups-to-energize-its-fan-base-and-reach-new-audiences.html" title="Read the rest of &#039; Case Study: The NHL Uses Tweet-Ups To Energize Its Fan Base And Reach New Audiences&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_111 first"><a href="/category/brand_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Brand marketing</a></li>
<li class="taxonomy_term_117"><a href="/category/groundswell" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Groundswell</a></li>
<li class="taxonomy_term_113"><a href="/category/marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Marketing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/interactive_marketing/2009/11/case-study-the-nhl-uses-tweetups-to-energize-its-fan-base-and-reach-new-audiences.html#commentsB2C MarketingBrand marketingGroundswellMarketingSocial mediaword-of-mouth marketingThu, 05 Nov 2009 20:47:15 +0000Nate Elliott1730 at http://blogs.forrester.com Using Social Media To Create And Amplify Offline Influencehttp://blogs.forrester.com/nate_elliott/09-09-30-using_social_media_create_and_amplify_offline_influence
<p><span><span></span></span>[Posted by <a href="http://www.forrester.com/rb/search/results.jsp?autoN=1&amp;oNtt=nate+elliott&amp;oNtx=mode+MatchAllPartial&amp;oNtk=MainSearch&amp;N=0+133001+12307">Nate Elliott</a>. Follow me on <a href="http://twitter.com/nate_elliott">twitter</a>.]</p>
<p>According to all the data I&#39;ve collected in the past few years -- no matter what age group or country you study, and no matter how actively people use social media -- the huge majority of users influence each other face to face rather than through social online channels like blogs and social networks. And a huge body of research -- most recently including <a href="http://fluent.razorfish.com/">Razorfish&#39;s Fluent study</a> -- has proven that recommendations from offline friends are more influential than recommendations from online friends. So I decided to have a closer look at how interactive marketers can create offline influence in my new report <a href="http://www.forrester.com/Research/Document/0,7211,54752,00.html">The Analog Groundswell: Using Social Media To Create And Amplify Offline Influence</a>.</p>
<p>I found marketers using a range of strategies to create offline influence, but there are two in particular that are most promising:</p><a href="http://blogs.forrester.com/nate_elliott/09-09-30-using_social_media_create_and_amplify_offline_influence" title="Read the rest of &#039; Using Social Media To Create And Amplify Offline Influence&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_110 first"><a href="/category/advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Advertising</a></li>
<li class="taxonomy_term_124"><a href="/category/consumer_marketing_forum_emea" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Consumer Marketing Forum EMEA</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/nate_elliott/09-09-30-using_social_media_create_and_amplify_offline_influence#commentsAdvertisingB2C MarketingConsumer Marketing Forum EMEAword-of-mouth marketingWed, 30 Sep 2009 18:08:56 +0000Nate Elliott1745 at http://blogs.forrester.com Targeting Generation X? Try Word of Mouthhttp://blogs.forrester.com/nate_elliott/09-08-28-targeting_generation_x_try_word_mouth
<p><span><span></span></span>[Posted by <a href="http://www.forrester.com/rb/search/results.jsp?autoN=1&amp;oNtt=nate+elliott&amp;oNtx=mode+MatchAllPartial&amp;oNtk=MainSearch&amp;N=0+133001+12307">Nate Elliott</a>]</p>
<p>If you&#39;re a marketer targeting Gen X consumers (which we define as consumers between 30 and 43), and you&#39;re not using social media or influence marketing, it&#39;s time to reevaluate your strategy. Our new report, <a href="http://www.forrester.com/Research/Document/0,7211,53627,00.html">Brands Should Reach Gen Xers Through Word Of Mouth</a>, sheds some new light on these consumers and their use of social technologies.</p>
<p>Although Gen X includes users well into their forties, this audience is surprisingly engaged with social media. They&#39;re more active than average on nearly every rung of our <a href="http://www.forrester.com/Groundswell/ladder.html">social technographics ladder</a> -- especially as joiners, with 59% of Gen X consumers telling us they use social networks at least once each month. Best of all, many are using social influence to make product recommendations: 42% say they often tell friends about the products and services that interest them.</p>
<p>So if you want to leverage this sharing behavior to reach Gen X consumers (or any other socially active online audience, for that matter), what should you do?</p><a href="http://blogs.forrester.com/nate_elliott/09-08-28-targeting_generation_x_try_word_mouth" title="Read the rest of &#039; Targeting Generation X? Try Word of Mouth&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_113 first"><a href="/category/marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Marketing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/nate_elliott/09-08-28-targeting_generation_x_try_word_mouth#commentsB2C MarketingMarketingSocial mediaword-of-mouth marketingFri, 28 Aug 2009 18:20:09 +0000Nate Elliott1759 at http://blogs.forrester.com Online Video Contests Can Help Marketers Listen To And Energize Their Customershttp://blogs.forrester.com/nate_elliott/09-07-07-online_video_contests_can_help_marketers_listen_and_energize_their_customers
<p><span><span></span></span>[Posted by <a href="http://www.forrester.com/rb/search/results.jsp?autoN=1&amp;oNtt=nate+elliott&amp;oNtx=mode+MatchAllPartial&amp;oNtk=MainSearch&amp;N=0+133001+12307">Nate Elliott</a>]</p>
<p>Chances are you&#39;ve seen an online video contest lately. In fact,<br />
you&#39;ve probably seen a lot of them: more than 20% of interactive<br />
marketers -- including category leaders like P&amp;G, Nike, Coca-Cola<br />
and Sony -- tell Forrester they&#39;ve run campaigns asking users to submit<br />
online content in the past year. I&#39;ve been collecting a list of dozens<br />
of <a href="http://nate-elliott.com/wordpress/2009/05/best-online-video-contests/" href="http://nate-elliott.com/wordpress/2009/05/best-online-video-contests/">great video contests</a>, and <a href="http://www.onlinevideocontests.com/" href="http://www.onlinevideocontests.com/">one contest clearinghouse site</a> says there are 115 user-generated video contests accepting submissions right now, across a huge range of categories.</p>
<p><a href="http://blogs.forrester.com/f/b/_tp/.a/6a00d8341c50bf53ef011570e072cf970c-pi"></a> </p><a href="http://blogs.forrester.com/nate_elliott/09-07-07-online_video_contests_can_help_marketers_listen_and_energize_their_customers" title="Read the rest of &#039; Online Video Contests Can Help Marketers Listen To And Energize Their Customers&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_110 first"><a href="/category/advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Advertising</a></li>
<li class="taxonomy_term_117"><a href="/category/groundswell" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Groundswell</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_122"><a href="/category/video" rel="tag" alt="See other content with this tag." title="See other content with this tag.">video</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/nate_elliott/09-07-07-online_video_contests_can_help_marketers_listen_and_energize_their_customers#commentsAdvertisingB2C MarketingGroundswellSocial mediavideoword-of-mouth marketingWed, 08 Jul 2009 00:48:31 +0000Nate Elliott1776 at http://blogs.forrester.com Carl's Jr. Brings Sponsored Conversations to Videohttp://blogs.forrester.com/nate_elliott/09-05-31-carls_jr_brings_sponsored_conversations_video
<p><span><span></span></span>[Posted by <a href="http://www.forrester.com/rb/search/results.jsp?autoN=1&amp;oNtt=nate+elliott&amp;oNtx=mode+MatchAllPartial&amp;oNtk=MainSearch&amp;N=0+133001+12307">Nate Elliott</a>]</p>
<p>My colleague Sean Corcoran stirred up a bit of <a href="http://blogs.forrester.com/marketing/2009/03/sponsored-con-1.html">controversy</a> recently with his research on <a href="http://blogs.forrester.com/marketing/2009/03/sponsored-conve.html">sponsored conversations</a> -- a.k.a. paying bloggers to discuss your products. (The 20,000-foot view of that research: the practice is here to stay -- in fact it&#39;s growing -- so everyone involved must ensure there&#39;s full disclosure, and follow other best practices.) But until recently, I&#39;d only ever heard of sponsored blogging and sponsored <a href="http://be-a-magpie.com/">twittering</a>. So I was fascinated to hear that fast food chain Carl&#39;s Jr. is running a new <a href="http://www.adweek.com/aw/content_display/news/digital/e3ic0507728e66c92e3a7722fa9a0a4c77f">sponsored YouTube video campaign</a>.</p>
<p>Carl&#39;s Jr. -- no stranger, of course, to <a href="http://www.spike.com/video/paris-hiltons/2671832">pushing boundaries</a> in online video -- recruited YouTube stars and gave them a simple mission: make a video about how you eat hamburgers, and mention the chain&#39;s new portobello mushroom burger. They won&#39;t say how many video creators they&#39;ve engaged for the campaign, or how much they&#39;re paying each. But they expect the videos to generate a total of more than 10 million views.</p><a href="http://blogs.forrester.com/nate_elliott/09-05-31-carls_jr_brings_sponsored_conversations_video" title="Read the rest of &#039; Carl&amp;#039;s Jr. Brings Sponsored Conversations to Video&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_122 first"><a href="/category/video" rel="tag" alt="See other content with this tag." title="See other content with this tag.">video</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/nate_elliott/09-05-31-carls_jr_brings_sponsored_conversations_video#commentsB2C Marketingvideoword-of-mouth marketingMon, 01 Jun 2009 00:02:29 +0000Nate Elliott1785 at http://blogs.forrester.com P&G Social Media Night: The Resultshttp://blogs.forrester.com/shar_vanboskirk/09-03-13-pg_social_media_night_results
<p><span><span><a href="http://blogs.forrester.com/.shared/image.html?%2Fphotos%2Funcategorized%2F2008%2F03%2F20%2Fsharvanboskirk_gif="></a> [Posted by <a href="http://www.forrester.com/rb/analyst/shar_vanboskirk">Shar VanBoskirk</a>]</span></span></p>
<p>The results are in. And the collective effort of the four teams partipating in <a href="http://adage.com/digital/article?article_id=135196">P&amp;G's digital night sold</a> 3,000 Loads of Hope t-shirts and raised $50,000 for charity. Tide actually matched the money raised, putting the total disaster relief donation to $100,000 for four hours of effort. Thank you to all who bought t-shirts!</p>
<p>If you are just tuning in, Forrester analysts <a href="http://www.forrester.com/rb/analyst/lisa_bradner">Lisa Bradner</a>, <a href="http://www.forrester.com/rb/analyst/sucharita_mulpuru?internal=1">Sucharita Mulpuru</a> and <a href="http://blogs.forrester.com/marketing/2009/03/pg-tests-the-po.html">I participated in a P&amp;G-organized event with about 150 digital media experts this past Wednesday focused on understanding how digital media, social networking and word of mouth could drive site traffic and sell product</a> (in this case, vintage Tide t-shirts which raise money for disaster victims.)</p>
<p>While the activity driven by this event was intense, I return to some of my former cynacism about social media (sorry, Jeremiah). Here are the marketing lessons I learned from this experiment:</p><a href="http://blogs.forrester.com/shar_vanboskirk/09-03-13-pg_social_media_night_results" title="Read the rest of &#039; P&amp;amp;G Social Media Night: The Results&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_110 first"><a href="/category/advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Advertising</a></li>
<li class="taxonomy_term_119"><a href="/category/online_advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Online advertising</a></li>
<li class="taxonomy_term_52"><a href="/category/social_computing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social Computing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_118"><a href="/category/social_networking" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social networking</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/09-03-13-pg_social_media_night_results#commentsAdvertisingB2C MarketingOnline advertisingSocial ComputingSocial mediaSocial networkingword-of-mouth marketingFri, 13 Mar 2009 18:50:40 +0000Shar VanBoskirk1808 at http://blogs.forrester.com P&G Tests the Power of Social Mediahttp://blogs.forrester.com/shar_vanboskirk/09-03-11-pg_tests_power_social_media
<p><span><span><a href="http://blogs.forrester.com/.shared/image.html?%2Fphotos%2Funcategorized%2F2008%2F03%2F20%2Fsharvanboskirk_gif="></a> [Posted by <a href="http://www.forrester.com/rb/analyst/shar_vanboskirk">Shar VanBoskirk</a>]</span></span></p>
<p>So I got a golden ticket to P&amp;G's digital hack night -- a P&amp;G party to bring together social media experts, P&amp;G digital minds, and experienced interactive marketers to share ideas. The event is to test the strength of digital media to try to generate $100,000 for charity. </p>
<p>Here's how it works:</p>
<p>*P&amp;G has split us into four teams -- each team has about 40 people: P&amp;G folks, social media gurus (<a href="http://notetaker.typepad.com/">Pete Blackshaw</a> is my team captain and Pandora's <a href="http://www.pandora.com/people/tim#">Tim Westergren</a> is sitting next to me) as well as online ad folks like me and Aaron Finn from <a href="http://www.adready.com/">AdReady.</a></p>
<p>*Each team has four hours to sell as many Tide Loads of Hope t-shirts as possible. (If you don't know, Loads of Hope is a Tide-sponsored social initiative which raises money for disaster victims. <a href="http://www.youtube.com/watch?v=B2-OpHe2xAw">View a spot about it here</a>).</p>
<p>*We can use any digital tools available to promote our unique url to sell t-shirts <a href="http://www.tide1.com/">www.tide1.com</a></p><a href="http://blogs.forrester.com/shar_vanboskirk/09-03-11-pg_tests_power_social_media" title="Read the rest of &#039; P&amp;amp;G Tests the Power of Social Media&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_119 first"><a href="/category/online_advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Online advertising</a></li>
<li class="taxonomy_term_120"><a href="/category/search" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Search</a></li>
<li class="taxonomy_term_52"><a href="/category/social_computing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social Computing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_118"><a href="/category/social_networking" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social networking</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/09-03-11-pg_tests_power_social_media#commentsB2C MarketingOnline advertisingSearchSocial ComputingSocial mediaSocial networkingword-of-mouth marketingWed, 11 Mar 2009 23:37:43 +0000Shar VanBoskirk1809 at http://blogs.forrester.com Reebok's "Run Easy" Creates A Movement, Not A Campaignhttp://blogs.forrester.com/shar_vanboskirk/08-10-01-reeboks_run_easy_creates_movement_not_campaign
<p>Reebok and its agency Carat shared the details of their &quot;Run Easy&quot; campaign -- a multichannel effort to create a movement in running.</p>
<p>The situation: Reebok has strong brand recognition, but a much smaller share of sales than competitors. Reebok wanted to create a perception that running was for everyone, not just for the elite, a very different message than competitive positioning. Reebok also believed that to do this well, they needed to create a *movement* around running. It wouldn't work to try to motivate people around running just with a few outbound campaigns.</p>
<p>The approach: Creating a movement is different than creating a campaign. In fact, Reebok used an approach somewhat contrary to how traditional media efforts are developed. They seeded their market with the &quot;run easy&quot; idea in advance of a large media blitz. Then they used media to further interest in the idea and enroll people in the movement. And last they spread the message through in-person events and viral elements in order to drive participation and encourage the community to spread the word on Reebok's behalf.</p>
<p>From my perspective the primary lessons to take away from Reebok's effort, are:</p>
<p>1) To think differently about how you use available media. Even if you aren't able to adopt alot of new tools, shaking up how you use your existing arsenal can make a huge difference. In this case, Reebok used television after the word was already out around &quot;run easy.&quot; Instead of announcing a new brand identity, television confirmed that &quot;run easy&quot; was a serious movement and directed people who were interested to destinations where they could learn more.</p><a href="http://blogs.forrester.com/shar_vanboskirk/08-10-01-reeboks_run_easy_creates_movement_not_campaign" title="Read the rest of &#039; Reebok&amp;#039;s &amp;quot;Run Easy&amp;quot; Creates A Movement, Not A Campaign&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_110 first"><a href="/category/advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Advertising</a></li>
<li class="taxonomy_term_94"><a href="/category/integrated_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Integrated marketing</a></li>
<li class="taxonomy_term_119"><a href="/category/online_advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Online advertising</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/08-10-01-reeboks_run_easy_creates_movement_not_campaign#commentsAdvertisingB2C MarketingIntegrated marketingOnline advertisingword-of-mouth marketingThu, 02 Oct 2008 02:37:26 +0000Shar VanBoskirk1854 at http://blogs.forrester.com Wunderman Defines The Age of Influence Marketinghttp://blogs.forrester.com/shar_vanboskirk/07-11-15-wunderman_defines_age_influence_marketing
<p><a href="http://www.flickr.com/photos/jeremiah_owyang/2034542986/"></a></p>
<p><span>Mark Taylor followed Jaap by discussing a new take on Wunderman's long-term strategic approach to relationship marketing. Specifically, he mentioned marketers must acknowledge the shift to &quot;The age of influence marketing&quot; by embracing two new channels: </span></p>
<p><span>1) The Channel of Me and 2) The Channel of Us</span></p>
<p><span>Both channels actually leverage the *consumer* as a marketing vehicle as well as as a target audience.</span></p>
<p><span>In response to audience questions about how to best prepare for this shift, Mark asserted guidance Forrester supports as well: &quot;Listen to your customers, and participate in the communities that they use.&quot; He also encouraged marketers to think about leveraging new technologies (blogs, podcasts, online communities) into existing CRM or loyalty strategies. His belief (and mine, frankly) is that CRM and &quot;influence marketing&quot; should not be separate efforts. Loyalty works when you increase the engagement your customers have with you by talking (and listening) to them in any of the channels they use with you.</span></p>
<a href="http://blogs.forrester.com/shar_vanboskirk/07-11-15-wunderman_defines_age_influence_marketing" title="Read the rest of &#039; Wunderman Defines The Age of Influence Marketing&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_111 first"><a href="/category/brand_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Brand marketing</a></li>
<li class="taxonomy_term_124"><a href="/category/consumer_marketing_forum_emea" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Consumer Marketing Forum EMEA</a></li>
<li class="taxonomy_term_52"><a href="/category/social_computing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social Computing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/07-11-15-wunderman_defines_age_influence_marketing#commentsB2C MarketingBrand marketingConsumer Marketing Forum EMEASocial ComputingSocial mediaword-of-mouth marketingThu, 15 Nov 2007 10:32:02 +0000Shar VanBoskirk2007 at http://blogs.forrester.com Jaap Favier to Brands: Don't Walk Alonehttp://blogs.forrester.com/shar_vanboskirk/07-11-15-jaap_favier_brands_dont_walk_alone
<p><a href="http://www.flickr.com/photos/jeremiah_owyang/2034447626/"></a></p>
<p>Greetings from Forrester's EMEA consumer and finance forums in Barcelona! We've just finished the first two speakers of the event: Forrester's VP and Research Director, Jaap Favier and Wunderman's Chief Marketing Technologist Officer, Mark Taylor. </p>
<p>The presentations were an excellent introductions to the themes for both the consumer and the finance tracks: Share Your Brand (for the consumer track) and Beating the Competition With Superior Customer Experience (for the financial track).</p>
<p>Jaap had a few particular soundbites which I thought really crystalized the current state of marketers today, and also the changes they need to make in order to accommodate the growing influence of user generated content and virtual communities.</p>
<p>In Jaap's words, &quot;Up to now, brands have walked alone&quot;...and because of this, they are losing brand loyalty and facing huge competitive threats from brands who better allow their customers to &quot;walk with them&quot; to help create their brand. To include consumers in your brand strategy and marketing approach Jaap recommends taking both an offensive and a defensive approach to changing consumer media behavior. When leading your offense: &quot;Develop a stroy that consumers want to share and mobilize them to share it for you. When managing your defense: Tune into the attitude users want to share and be prepared to embrace or react to their existing comments, communities, responses.</p>
<a href="http://blogs.forrester.com/shar_vanboskirk/07-11-15-jaap_favier_brands_dont_walk_alone" title="Read the rest of &#039; Jaap Favier to Brands: Don&amp;#039;t Walk Alone&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_111 first"><a href="/category/brand_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Brand marketing</a></li>
<li class="taxonomy_term_124"><a href="/category/consumer_marketing_forum_emea" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Consumer Marketing Forum EMEA</a></li>
<li class="taxonomy_term_52"><a href="/category/social_computing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social Computing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/07-11-15-jaap_favier_brands_dont_walk_alone#commentsB2C MarketingBrand marketingConsumer Marketing Forum EMEASocial ComputingSocial mediaword-of-mouth marketingThu, 15 Nov 2007 10:21:21 +0000Shar VanBoskirk2008 at http://blogs.forrester.com Boston's Recent Marketing Prank Turned Terrorist Scarehttp://blogs.forrester.com/shar_vanboskirk/07-02-16-bostons_recent_marketing_prank_turned_terrorist_scare
<p>No doubt many of you are already well aware of the <a href="http://wbztv.com/topstories/local_story_031135507.html">ad-campaign-turned-terrorist-scare</a> that rocked us in the city of Boston on January 30. I'm a little behind the 8-ball in writing up my thoughts about it. But since it is still coming up -- both in our team conversations here, and <a href="http://www.makezine.com/blog/archive/2007/02/boston_moonimit.html">out in the world at large</a> -- I thought it would be worth talking about, even a few weeks after the fact.</p>
<p>The redux of what happened:</p>
<p>In an attempt to promote its Cartoon Network show &quot;Aqua Teen Hunger Force,&quot; Turner Broadcasting positioned LED displays of one of the show's characters around significant city structures, including bridges and i-93, Boston's central artery. (See images of the devices <a href="http://www.makezine.com/blog/archive/2007/01/aqua_teen_hunge_1.html">here</a>).</p>
<p>The question we've been debating internally, is: Was this good marketing?</p>
<p>I respond with a big, fat, &quot;no way.&quot; Because I, like the city of Boston took this prank very seriously. I *want* the city to react the way it did to any suspicious activity. I *want* to know that my city is willing to take action to protect its citizens from danger. Frankly, I think marketers who disregard the sensitivities of a market or target audience are foolish.</p>
<p>Now, the counter point to this is that the cult audience of &quot;Aqua Teen Hunger Force&quot; was not the least bit offended by this. And may even be delighting in all the scuttlebutt. <a href="http://www.msnbc.msn.com/id/16930319/">Or perhaps that the damages Turner pays Boston will actually be cheap for all the press they have gotten from the incident.</a></p>
<p>Regardless, I think a few conclusions can be drawn from this prank:</p><a href="http://blogs.forrester.com/shar_vanboskirk/07-02-16-bostons_recent_marketing_prank_turned_terrorist_scare" title="Read the rest of &#039; Boston&amp;#039;s Recent Marketing Prank Turned Terrorist Scare&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_110 first"><a href="/category/advertising" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Advertising</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/07-02-16-bostons_recent_marketing_prank_turned_terrorist_scare#commentsAdvertisingB2C Marketingword-of-mouth marketingFri, 16 Feb 2007 20:27:30 +0000Shar VanBoskirk2132 at http://blogs.forrester.com Listen Up! Announcing Forrester Podcastshttp://blogs.forrester.com/shar_vanboskirk/06-12-04-listen_announcing_forrester_podcasts
<a href="http://blogs.forrester.com/shar_vanboskirk/06-12-04-listen_announcing_forrester_podcasts" title="Read the rest of &#039; Listen Up! Announcing Forrester Podcasts&#039;." class="node_read_more">Read more</a><div class="categories"><h3>Categories:</h3><ul class="links"><li class="taxonomy_term_94 first"><a href="/category/integrated_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Integrated marketing</a></li>
<li class="taxonomy_term_125"><a href="/category/mobile_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Mobile marketing</a></li>
<li class="taxonomy_term_115"><a href="/category/social_media" rel="tag" alt="See other content with this tag." title="See other content with this tag.">Social media</a></li>
<li class="taxonomy_term_123 last"><a href="/category/word_of_mouth_marketing" rel="tag" alt="See other content with this tag." title="See other content with this tag.">word-of-mouth marketing</a></li>
</ul></div>http://blogs.forrester.com/shar_vanboskirk/06-12-04-listen_announcing_forrester_podcasts#commentsB2C MarketingIntegrated marketingMobile marketingSocial mediaword-of-mouth marketingMon, 04 Dec 2006 20:03:00 +0000Shar VanBoskirk2149 at http://blogs.forrester.com